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Chapter Four Methodology........ 21
4.1 Research Questions ............. 21
4.2 Data Collection......... 21
4.3 Data Transcription .... 22
4.4 Data Analysis............ 22
Chapter Five Results and Discussion....... 24
5.1 Multimodal Analysis of Interpersonal Meaning in Verbal Mode.......... 24
5.2 Multimodal Analysis of Interactive Meaning in Visual Mode .............. 35
5.3 The Inter-semiotic Complimentarity of the Two Modes ............ 46

Chapter Five Results and Discussion

According to the criteria defined in chapter four, 50 medicine ads all involve two modes:verbal mode and visual mode. The major purpose of this chapter is to solve the questionsproposed in chapter four, so these ads will be analyzed from both verbal mode and visualmode separately to analyze the persuasive function from interpersonal meaning of languageand interactive meaning of image. After the analysis, the most frequently used method will befind out in each mode. Some typical examples are explained in detail to illustrate each method.Finally, in order to answer the last question, the data will be analyzed from Royce’s intersemiotic complementarity to find out how the interactive meaning is enhanced and persuasivefunction is strengthened through the combination of verbal mode and visual mode.

5.1 Multimodal Analysis of Interpersonal Meaning in Verbal Mode.

According to Halliday’s SFG, language is a social semiotic. Interpersonal meaningincludes affecting others’ attitude and behavior towards something or somebody, andestablishing and keeping proper social relations. Interpersonal meaning can be achievedthrough mood, modality and personal pronouns. The data used in this thesis is medicineadvertisements, and the aim of medicine advertisements is to present the readers or viewerswith the information about the products and the health problems, then the message containedin the advertisement may change their attitude toward this product, and may finally achievethe purchase action. That is to say, the advertisers want to communicate with the readers orviewers and through the language to change the viewers’ attitude towards the products andfinally achieve the purpose of persuasive function. This relationship between the advertisersand the viewers is both imaginary and artificial, as the advertisers do not have the face to facecommunication with the potential readers or viewers. This kind of relationship is encoded inmood, modality and person system. In this section, the interpersonal meaning of ads isanalyzed from these three aspects one by one.

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conclusion

As the time of preparing this paper is limited, this thesis is only an elementary research ofmedicine advertisement from the perspective of multimodal discourse analysis. There aresome limitation on this paper.First, the data in this study is not enough and not involve as many medicineadvertisements as possible, so the future research can be done to cover more subjects.Secondly, the data collection and data analysis in this study are not scientific enough, asthe clauses separation is done by the author, the data collection and calculation is donemanually.Thirdly, the material in the thesis confines to television advertisements, and theadvertisements from other media can be the subject in future studies.This study applies the MDA to Chine